The impact of digital technologies on marketing activities

O.V. Makushok, Doctor of Economics, Associate Professor
Uman National University of Horticulture

In today's world, digital technologies play a key role in the current stage of human development. The digital age has fundamentally changed marketing, opening up new horizons for engaging with consumers, collecting data, personalizing content and measuring performance. The expansion of the Internet, social networks, mobile devices and analytical tools has created new opportunities and challenges for marketers worldwide [1].
It should be noted that one of the most important advantages of digital transformation is the ability of companies to collect and analyze large volumes of data about their customers. While marketers previously had to find information through methods such as surveys and focus group interviews, companies can now collect customer data from a variety of sources, including websites, online reports, social media and transactions. In the past, marketers had limited access to information about consumer behavior and preferences. Their main tool is traditional market research, which is often expensive, time-consuming and incomplete. Today, things have changed a lot, and consumers themselves leave many traces on the Internet, including online purchases, search history, and interactions on social networks, which greatly simplifies the work of marketers [2].
With powerful analytics tools, marketers can analyze data and develop customer-centric strategies to attract and retain customers. This includes creating advertisements, so if you know which websites consumers visit most and which products they are interested in, you can develop powerful online messages that will impress customers and encourage them to buy certain products. Social messengers have undoubtedly become one of the biggest innovations in digital marketing. Platforms such as Facebook, Instagram, YouTube and Twitter not only provide brands with new channels to promote content and engage audiences, but also to establish and maintain communication with consumers. Social media has become a central platform for building communities around brands, sharing feedback and monitoring companies' reputations in real time. Marketers use social engagement strategies, effective online brand image management, and quick response to fashion trends to maintain relevance and engagement with target audiences [3].
In today's world, mobile devices have become an integral part of our lives, which also contributed to the creation of a new path in the field of marketing, namely mobile marketing. Mobile marketing is a set of activities aimed at promoting goods and services using mobile devices [4].
Mobile apps, text messages, and push notifications allow marketers to engage with consumers anytime, anywhere. Adaptation to mobile devices is not just a trend, it is a market opportunity. In an era where more and more people use smartphones for information, shopping and other activities, companies that want to stay ahead need to be able to adapt to different survival conditions, including constant changes in different products and service programs.
The application of innovative technologies in the company's activities is extremely important and requires great responsibility. To conduct effective marketing campaigns, companies need [5]:
1. Develop a clear digital marketing strategy that takes into account company goals, target audience and available resources.
2. Use a variety of marketing channels, including websites, social media and email, not just traditional methods.
3. Create content that will be interesting, informative and useful for the target audience.
4. Study and analyze data that helps companies better understand their customers and optimize marketing campaigns.
5. Record the results of marketing campaigns and monitor their effectiveness, which will allow you to identify successful strategies and those that need improvement.
Digital technologies play a key role in marketing activities, providing marketers with unprecedented opportunities. They allow you to carefully collect and analyze consumer data, connect closely with your target audience through a variety of digital channels, personalize content for better engagement, and accurately track the effectiveness of marketing initiatives in real-time. The ability to measure and optimize the results of marketing activities is one of the biggest advantages of digital technologies, which allows you to make informed decisions and maximize the return on marketing efforts.
List of used sources
1. Shpak N. O., Grabovych I. V., Soroka V. Digital and Internet marketing: relationship of concepts. Bulletin of the Lviv Polytechnic National University. 2022. No. 883 (2). P. 148-153.
2. Bratko O. S., Salamon I. R. Use of digital technologies to promote products on international markets. Efficient economy. 2022. No. 5. URL: http://www.economy.nayka.com.ua/pdf/5_2022/82.pdf.
3. Raiko D.V., Paimash G.V., Krolivets I.V. The impact of information technologies on marketing strategies: analysis of trends and challenges. Economy and society. 2024. Issue No. 59. P. 1-8.
4. Yankovets T. Digital technologies for increasing the value of brands. Bulletin of KNTEU. "Economy" series. 2019. No. 4 (126). P. 85-100.
5. Letunovska N. E., Khomenko L. M. Marketing in the digital environment: a textbook. Sumy: Sumy State University, 2021. 259 p.